Posted by: Malisa Meresman in: Food/Beverage -
It’s that time of year. We’re looking at 2018 in the rearview mirror, while scanning ahead to what 2019 has in store… or in stores (and bars and restaurants, for that matter). From the results of our newly released 2019 Food & Beverage Beat, we could be in for a wild ride.
We’re hearing about a renewed focus on gut health, and consumers are looking for foods and beverages that are naturally beneficial to the gut microbiome. This trend is playing out in a couple of ways. For one, there’s a desire to return to simpler, traditional preparations of foods, not to mention easily recognizable ingredients. Another offshoot is the increase of naturally fermented foods on store shelves. Already causing buzz and prompting questions, fermented foods are intriguing for their simplicity, heritage and health benefits.
Wine is popular, as ever, with consumers thirsting to learn more and try more from various regions, including Oregon, Spain, France and Australia. Oenotourism is expected to gain even more traction, as millennials, in particular, seek to quell their wanderlust and enrich their cultural appreciation with more hands-on, creative or collaborative experiences. For those who remain at home, even everyday wines offer an opportunity to explore the far corners of the world.
There’s more – think CBD, vintage spirits, no-proof drinks, instant coffee, plant-based menus – and more, but you’ll have to read about it all here.
Posted by: jillw in: Media Relations -
Finn Partners, in partnership with Harris Poll, has unveiled the Societal Return on Investment (SROI) Index, a new proprietary index and diagnostic tool that can measure a company’s corporate reputation for social good and unlock opportunities to align — or realign — efforts for maximum impact.
More than ever before, companies are investing in corporate reputation and CSR activities because they realize the tremendous influence public perception has on business outcomes. SROI provides business leaders with a holistic assessment tool to measure the impact of their social good activities and inform their business strategies in a meaningful and measurable way.
As part of the inaugural 2018 Societal ROI Index, Harris Poll and Finn Partners released the list of the top 20 companies and the top social issues that Americans believe companies should be addressing. Privacy of data and access to healthcare top the list.
Learn more at SocietalROI.com
Posted by: Brian Eng in: Media Relations -
Brands are always looking for new ways to connect with their target audiences, and sponsored content is becoming an increasingly popular addition to the marketing mix. Content partnerships with publishers allow brands to gain readers’ attention and trust by providing something of value – either information or entertainment – in a credible context.
But even the best content won’t perform if it’s placed in the wrong medium. So how do you determine which outlet is right for your content? Assuming the publication offers a package that matches your budget, here are four questions to ask yourself:
Does your content fit with the publication’s focus and style?
While sponsored articles must be clearly marked as such to avoid misleading readers, the content should still appear native and fit in with the reader’s overall experience and expectations. Whether your piece is a lighthearted listicle, an infographic-heavy explainer or an in-depth think piece, you’ll want to pick an outlet where it will seem at home. The content should feel organic and brand right when coming from the publication under consideration.
Does the publication reach your target audience?
Dig into the publication’s audience data to ensure that the audience aligns with your brand’s target, both demographically and psychographically. Demographics (age, gender, family composition, household income, geographic location, etc.) tell who the audience members are, while psychographics (values, concerns, interests, lifestyle, etc.) explain what motivates them. The more data you have about the publication’s audience, the better you’ll be able to determine whether you have a story to tell that will be of interest to these individuals – and that will get them to click, listen or watch.
Does the collaboration align with your campaign goals?
Consider the purpose of the overall communication campaign. Is it creating brand awareness, generating leads, driving traffic to your own media channels or establishing thought leadership, for example? The publication, content format, distribution strategy and timing will all need to support those goals.